Abstract:
The rapid proliferation of Over-the-Top (OTT) streaming services has revolutionized the entertainment landscape, particularly among Generation Z. This thesis investigates the factors influencing the adoption of OTT streaming services by Generation Z in Bangladesh for entertainment purposes. Utilizing a mixed-methods approach, this study encompasses quantitative surveys and qualitative interviews to explore user behavior, preferences, and satisfaction levels. The findings indicate that ease of access, diverse content, and cost- effectiveness are the primary drivers of OTT service adoption among Generation Z. Additionally, the study reveals significant correlations between social influence, perceived usefulness, and user engagement with OTT platforms. This research contributes to a deeper understanding of the consumption patterns and preferences of Generation Z in Bangladesh, offering valuable insights for service providers to enhance their offerings and cater to this dynamic demographic. The implications of these findings suggest strategies for improving user retention and engagement, thus driving the growth of the OTT industry in Bangladesh. The Attitude–Social Influence–Self-Efficacy (ASE) model is a theoretical framework used to understand and predict behavior by examining three key factors: attitude, social influence, and self-efficacy.We used this model to set some structured Question. SmartPLS used to deliver measurement and structure model which reflect the support on hypothesis.
